Have You Got Style?
Writing Ad Copy with Style takes practice, patience and
preparation.
I can't give you the practice or the patience, but I
can help you to prepare!
Product Vocabulary List:
Start by building a "Product Vocabulary List". You may
be asking yourself, "What the heck is a Product
Vocabulary List?" Well, a Product Vocabulary, are
actually the building blocks of your ad copy. When you
are preparing to write new advertising copy, begin by
creating a list, actually 4 separate lists.
Broken down, you should be compiling the following
information that describes or relates to your product:
1. Nouns, Verbs, Adjectives and Synonyms.
2. Slang, Familiar Phrases, Cliches and Puns.
3. New Ideas and Ways to approach your product.
4. Product Facts (positive and negative).
Write down everything you can think of. Much of this
material you will compile while creating, devising and
defining your Advertising Strategies. Once you start
using these lists in this manner on a regular basis,
you'll wonder how you ever got by without them.
Themes
What's a theme? A theme is the "Punch Line" of your ad
copy. Your theme could be conveyed by written, visual
or oral means. It's how and where you want to go with
your copy. You will most commonly notice Themes in
banner advertising, but they are used in almost every
form of Advertising. Most successful advertising
campaigns have great themes. An advertising theme
should focus on one point and be "catchy" or easy to
remember. The theme will help you decide how you will
get their attention and what thought they will leave
with. The key is to leave a thought embedded with them.
Whether it's one word or a slogan, don't let them leave
without planting that one thought in their mind.
When deciding upon the theme for your ad, start with
one theme. Now examine it and re-examine it. Find as
many different ways to use this theme as possible. Turn
it inside out and upside down. Play with each new idea
or variation of the original theme that you come up
with. Enjoy it, have fun with it, but get it all down
on paper. Do yourself a favor, write down everything!
Got Rhythm?
Rhythm, cadence or flow; It's all the same and you have
to have it! Great ad copy is always simple. Use short
simple sentences, "active" verbs, rhyme, puns or
wordplay and positive attitude. Normally you should use
only active verbs. Pay heed when using "passive" verbs
in your ad copy. Rhymes, puns, double meanings and
wordplays make for most memorable of ad copy, but
remember, keep it simple. If they don't get it, you
don't get it. Get it? Another example of good rhythm is
"parallel sentence construction". Here is an old, but
good use of parallel construction in a headline: The
Quality Goes In, Before The Name Goes On! (Sound
familiar?). It doesn't matter which approach you take,
as long as the copy has rhythm and flows from one point
to the next. Don't jump from point to point, move
smoothly from one leading into the next.
I hope that this will help you write better ad copy and
remember "Do it with Style"!
ABOUT THE AUTHOR
Wild Bill Montgomery
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